In 2022, life in Pensacola, Florida, might be a little easier. A few months after the peak of the pandemic, the city is preparing for a post-pandemic future, hoping to reclaim its position as one of the most popular travel destinations in North America. While the beaches are closed and many businesses have adjusted to working remotely, the city’s tourism industry has come back with a vengeance, promising to offer visitors an experience that’s not quite like before.
Reopening the City’s Beaches
One of the first images that might spring to mind when someone hears the words “Pensacola” and “beach” is that of white sandy beaches and clear blue water. Unfortunately, this cliché is far from reality. Although the majority of the beaches in the city are clean and well preserved, they are usually crowded during the tourist season. As a result, the quality of the experience for the average person can quickly deteriorate. This is why it’s important to spread awareness about the beaches in the city that are not well-known and must be preserved for future generations.
One of the best places to enjoy a peaceful and pristine beach experience is Fort Pickering. Constructed in 1897 during the Spanish-American War, the fort played an important part in the defense of Pensacola against naval attacks. Today, the fort and its accompanying beaches are part of the historic Pensacola Recreational Area and are open to the public. Every year, tens of thousands of people visit the spot, making it the most popular tourist attraction in town. If you’re looking for a spot where you can totally disconnect from the hustle and bustle of the outside world, head to Fort Pickering.
The New Normal
For many businesses, working remotely is the new normal. Thanks to the pandemic and the subsequent lockdowns, people are getting used to operating from home. In fact, working from home is often seen as a welcome relief during these times. With more time at home, employees get to spend time with their families, rather than commute to a job they might hate. This has led to a rise in the number of solo-preneurism (i.e. running a business from home). In 2021 alone, 684,000 American employees worked remotely, according to the Office of the New York State Executive Director of Labor.
While it’s great to see businesses adjusting to these new work arrangements, they come with their own set of challenges. For instance, having everyone work remotely means there’s no longer any need for traditional workplace places like coffee shops and open-plan offices. This has led to a drop in productivity and an increase in office space squatters. Squatting is the unauthorized use of any kind of workspace, including office space, retail store space, or hotel room, for commercial or personal activities. According to a study published in 2020, nearly half (48 percent) of American employees report having colleagues who spend a significant amount of time working from home because it’s easier for them to get things done. This leads to isolation among employees, with 40 percent of them feeling that they are often excluded from office events and team bonding activities. To boost productivity and engagement, businesses must adjust their work-from-home policies to accommodate remote workers’ needs.
Marketing in a Digital World
With each new technological development, companies have had to adapt their marketing strategies to take advantage of the new platforms. As people have shifted to working remotely and having less face-to-face interactions, marketing through traditional methods like radio advertisements or billboards has declined in importance. Instead, businesses have turned to digital marketing, using platforms like social media to reach their ideal customer. In 2021 alone, the United States spent $136 billion on digital advertising, according to the HubSpot Blog. And that’s not all. The country also spent $16 billion on search engine optimization and $15 billion on website development, all to attract potential customers to their businesses. The digital marketing world can seem overwhelming, with many platforms to monitor and tactics to keep up with. But with careful planning and the use of automation, companies can keep track of all their marketing activities and ensure they are reaching their target audience.
How to Market Your Business Online
With the digital world expanding beyond traditional advertising, marketing agencies have had to adapt their strategies to reach the right audience online. Thanks to the explosion of social media platforms, targeting potential customers through digital marketing has become easier than ever. But, to do this, you need to build a social media presence. Which, of course, means you need to have a website.
Having a website is just the beginning. You also need to populate it with useful and engaging content. The easiest way to do this is through online marketing, which incorporates all the various platforms and tools that can be used to drive traffic to your site. When done right, online marketing can be a very effective way to grow your business.
Top Online Marketing Tips
To get started with online marketing, you will need to pick a single platform and stick with it. This is important because, although it might be tempting to try out multiple platforms, doing so can lead to a fragmentation of your audience. You also want to make sure you choose a platform that is as user-friendly as possible. If someone using your product or service is unable to easily complete a task or make a purchase without having to figure out certain details themselves, you are losing out on the opportunity to engage with this audience and grow your business.
Here are some of the top tips for effective online marketing:
1. Credibility is KEY
To build credibility, you must prove that you are a trustworthy and credible source of information. Having a history of providing good quality content will help you appear more authentic when providing valuable information online. When someone visits your website or scrolls down your social media pages, you want them to have a positive experience. To do this, you will need to create content that is both educational and entertaining.
To further establish trust, consider disclosing your affiliation with the brands you promote in your content. When someone clicks on an affiliate link and makes a purchase, the merchant pays a commission to the business that sent the customer their way. In most cases, the commission is based on the sale or purchase of a product. However, some merchants will pay you a commission for just promoting their product.
2. Build Relationships First
To build trusted relationships with potential customers, you must prove that you are a reliable and legitimate source of information before expecting them to believe that you can provide value to them. To do this, you will need to create content that is helpful and informative. However, in today’s world, content isn’t the only marketing tool you will need to use. You will also want to establish yourself as an honest broker, capable of generating credibility and trust when introduced to new customers.
Building relationships doesn’t just happen because you create content. You will need to get out there and meet people. One of the best ways to do this is through social media. While you are building your personal brand online, you can also use your social media accounts to promote your business. If you are not active on social media, now is the time to get started.
3. Post Regularly
To establish yourself as a reliable and credible source of information, you will need to keep the audience interested in your content by posting new content regularly. This doesn’t mean that you have to post a new piece of content every day; however, you should aim to post something new at least twice a week. If you have new content that you think will be valuable to your audience, take advantage of the fact that they are already waiting for you to post again and get something up quickly.
To establish yourself as a go-to source for information on your niche, you will want to make sure that your posts are consistently informative and filled with value. To do this, you will need to examine the topics you are covering and make sure that they are both valuable and relevant to your target audience. As you get more comfortable with online marketing and establish yourself as an authority in your niche, you can begin to broaden the topics you cover and the people you are willing to engage with.
4. Be Authentic
To establish yourself as a credible source of information, you will need to make sure that your posted content is both valuable and genuine. To do this, you will want to make sure that all the content you post is of high quality and displays your expertise. While you are under no obligation to be original, you should attempt to come up with new ideas and posts that are unique to you and your business. Moreover, to establish yourself as a source of valuable information, you will want to make sure that your posts are both valuable and interesting.